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From Story to Sales: How One Brand’s Compelling Video Will Make You Want to Buy Their $75 Cashmere Sweater

Entrepreneurs understand the importance of branding and how it can make or break a business. A strong brand identity can set you apart from the competition, establish trust with customers, and ultimately drive sales. As a marketing expert and branding strategist, I have seen countless attempts at creating compelling brand videos, but few have impressed me as much as Naadam’s ad from a couple of years ago.

This video is a masterclass in visual storytelling – and in brand storytelling in general – and showcases how a well-executed brand video can captivate an audience and drive sales.

While not all small businesses will be able to undertake the extent of videography and storytelling that Nadaam did in their video, it’s important to expose your brain to the possibilities. By analyzing this ad, we can identify key components of successful visual storytelling and learn how to apply them to our own branding strategies. So, let’s dive in and break down what makes Naadam’s video so compelling.

And why you’ll probably also want to buy a $75 cashmere sweater when you’re done.

I recommend you consume the rest of this in one of two ways:

Read everything I write, and then watch the video when you’re done and be surprised even though you think you know what’s coming. I prefer this method.
Or, watch the video first, then read the rest while watching the video again and pausing it as you read.

Instead of a traditional sales pitch, Naadam has created a visual story that immerses the viewer in their brand and the journey that goes into creating their products. It’s a bold and refreshing approach that sets them apart from the competition. The video is expertly crafted to evoke emotions and create a cinematic experience.

5 seconds in

From the very beginning, the viewer is transported to the rugged landscapes of Mongolia as the camera captures sweeping shots of goats moving across the land. The impactful text overlay and powerful voiceover set the tone for the entire video.

One of the key concepts of storytelling is that few stories start at the very beginning. Instead, we are often introduced to the characters and the action somewhere in the middle, which immediately grabs our attention. By not starting off with the product they’re selling, Naadam is able to engage the viewer on a deeper level and create a lasting impression.

And it doesn’t hurt that the baby goats are cute 😉

7 seconds in

What you may not expect is that they do jump right into a sales message – premium product, price. Yet they also connect that to lifestyle; granted in a very tongue-in-cheek way, so that it doesn’t feel salesy at all.

18 seconds in

The pace of the video picks up as Naadam quickly transitions to a scene that at first appears to depict sweatshop child labor. However, the video immediately contrasts this by revealing that the children are actually just playing. In just five seconds, Naadam manages to convey a lot of information about their values and how they differentiate themselves from their competitors. This powerful scene effectively communicates that some companies keep prices low by exploiting labor, but Naadam is committed to ethical production practices. By utilizing visual storytelling in this way, Naadam creates a sense of authenticity and trust with the viewer. They demonstrate that their brand is not just about making a profit, but also about doing what’s right. These five seconds are a perfect example of how a well-crafted brand video can convey a powerful message in a short amount of time.

28 seconds in

You notice the video is moving quickly, yet still manages to convey a wealth of information about their company culture and values. The video highlights how Naadam gives back to the community, a trait that is likely to resonate with their target audience. Additionally, they use humor in a clever way that is sure to get a laugh from viewers, while also demonstrating that they understand their audience. This type of visual storytelling may not be suitable for every brand, as it requires a deep understanding of the target market and what will resonate with them.

30 seconds in

Wow … we aren’t even a minute into this video yet, and they’ve already taught us so much about their business, yet in a highly engaging way that makes you want to keep watching learn more! So let’s dive further, as they move into their company history.

45 seconds and counting

All during this, you’re also getting visuals about exactly how the product is made. They aren’t simply narrating what you see on the screen though (don’t you HATE when a speaker does that with a powerpoint? Ugh!!) Sprinkle in some lifestyle images on top.

1 minute in

Now they start sharing every step of the process, while also connecting you with the actual people connected to their company. Meet Bougul, the driver of the raw goat … fur? Hair? Shavings?

While the video keeps clipping along (pun intended) in showing you how it’s processed, they also quickly and easily imply their quality control – yet all as an interesting part of the story.

1 minutes 25 seconds

Italian yarn spinning machinery? Even with this they weave (see what I did there?) in humor while at the same time tying the audiences’ perception of Italian with luxury and having fun.

And next the cashmere yarn is taken to the family-owned facility … again tying in their audience’s focus on family.

By emphasizing these values, Naadam creates a sense of authenticity and trust with their audience, which is crucial for building a strong brand identity.

You’ve already learned so much, yet we’re only halfway in … and you still want to keep watching.

1 minute 50 seconds

Next we get shot after shot of lifestyle, while the narrator still gives you some reason to laugh, so you’re soaking (guy in the tub) up the fun and the lifestyle implications all at the same time.

You understand the lifestyle of the target audience, without them every speaking about demographics, age, gender, location …

Even the lifestyle scene with coffee, the actress corrects the narrator to say it’s matcha. They understand that their customers likely drink matcha before they drink coffee, so even this is expertly woven into the narrative.

2 minutes 18 seconds

Pop in how they care about the environment as a last piece that they know their audience wants to hear.

Brand Story Takeaways

While you may not initially have access to the cinematography and editors, there are key takeaways that apply to any business when using storytelling for their brand.

First, they know their audience. That’s the most important information that you need to know.

Second, they keep it fast paced. There’s always a point when thing get too slow that your audience’s mind starts to wander and you will lose them. You’ve been there and you know what I mean.

Third, they only share the information that matters, and don’t share the information that doesn’t. Your goal should never be to get 100% of everything in one touchpoint, but use those as a way to connect the audience further. You don’t always have to make the final sale in every engagement. You do want to consider micro-conversions.

And of course, they have refined their brand. If you visit their website, take a few minutes to look around their About tab. You’ll learn a lot about their brand, which means they know and understand their brand and can communication that information to others. You have to understand your own brand very deeply before you can ever make a story at the level of theirs.

I didn’t create this video. But our team can help you with honing your brand voice so that it reflects your values, developing your brand communication, and even creating a story-based video to highlight your business.

So tell me … does this make you want to buy a $75 cashmere seater?

Add your comments and ask your questions below.

Vicky is the CEO and Chief Creative Strategist of Vicky Wu Marketing. She draws from 30 years of experience at the CMO level, the CEO level, marketing for Fortune 500 companies and multi-million and multi-billion-dollar organizations, PLUS strategies learned helping startups and nonprofits with limited budgets … now focusing on providing SMBs with effective and efficient marketing strategies – giving them access to the same level of expertise as the really big guys with deep pockets, that they may not otherwise be able to access.

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